Effective Content Creation & Marketing For Busy IT Marketers
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Effective Content Creation & Marketing For Busy IT Marketers
description
Over time, IT marketers have accomplished their goals through trade shows, magazine advertising, and online sponsorships. A fourth vital method has emerged, and that’s content creation and marketing. If you neglect to dedicate resources to effective content creation and marketing, you will lose mind share and market share to your competitors. This presentation has two parts. The first includes third-party data and information that highlights trends and best practices related to content creation and B2B marketing. The second part details proven content creation and marketing solutions for IT marketers.
Transcript of Effective Content Creation & Marketing For Busy IT Marketers
Effective Content Creation & Marketing For Busy IT
Marketers
Executive Overview
Over time, IT marketers have accomplished their goals through trade shows, magazine advertising, and online sponsorships.
A fourth vital method has emerged, and that’s content creation and marketing.
Executive Overview
If you neglect to dedicate resources to effective content creation and marketing, you will lose mind share and market share to your competitors.
At Jameson, we have witnessed firsthand how effective content creation and content marketing:
1. improves engagement with a target audience of IT professionals
2. builds trust with prospects3. increases lead generation
Buying Process Changes, Marketers Fall Behind
34% of marketers are “very” or “fully” engaged with content marketing in 2012, up from 18% in 2011.
66% of marketers project they will be “very” or “fully” committed to content marketing in 2013.
2012 BtoB Magazine study
Why?
Buying Process Changes, Marketers Fall Behind
Why?The increasing amount of time people are
spending online and searching for information has placed more emphasis on the importance of content marketing.
2012 BtoB Magazine study
New Purchase Journey
“People don’t buy the way they used to. There is a new purchase journey with three key elements.”
SEOmoz case study
1. Search-initiated: Most people research a new product via search engines.
2. Social-powered: Purchasers tap into their own social networks (online communities) for recommendations.
3. Buyer-controlled: People now choose where and when they want to engage with your brand, plus what content they would like to consume.
Objectives Achieved Through Custom Content
What are the most important business objectives for your content marketing activity?
1. Increased engagement (52%)2. Increasing traffic to site (42%)3. Raising brand awareness (35%)4. Increased sales (33%)5. Improved SEO (31%)6. Generating leads (30%)
Econsultancy Content Marketing Survey Report
Several of these objectives (if not all of them) closely align with the needs of every IT marketer.
Objectives Achieved Through Custom Content
What are content marketing’s primary strengths?
1. Improved engagement with important audiences (56%)
2. Enhances the trust factor for companies (47%)3. Achieves faster, more relevant touch points in
the market (33%)4. Improves search engine scores (23%)
2012 BtoB Magazine study
In that same survey, marketers said they view content marketing as having a significant impact on lead generation (51%), brand awareness (38%), thought leadership (34%), and sales (29%).
The Importance Of “Core Content”
Content Disaggregation: IT marketers should maximize the impact of one central piece of Core Content by repurposing it in different content formats.
For example, a one-hour interview with an executive can be presented, distributed, and consumed a variety ways: The interview can be the center of a white paper that also lists relevant
industry statistics and trends. Craft the white paper into three different articles on your website.
Promote each article in a separate email newsletter, or submit it to leading industry associations for inclusion in their newsletter or magazine.
Produce a five-part series of seven-minute podcasts on your website. Discuss aspects of the interview in three two-minute video blogs.
The Importance Of “Core Content”
That’s 12 pieces of quality content created from just one piece of Core Content!
Think of the possibilities when you produce three or four core pieces of content and can combine parts of them into additional articles.
You’ll have multiple marketing weapons at your disposal to help you attract and engage with prospects, and you’ll have developed those weapons in a cost-effective manner.
21 Ways To Disaggregate One Piece of Core Content
1. Live Webinar2. On-demand Webinar3. Slideshare4. Handout At Show5. Blog Article6. Publicized Article7. Audio Podcast8. iTunes, Android,
Amazon9. YouTube Video10. Tumblr11. eBook
12. Deep “How To” Article13. Email/RSS14. Tweets15. LinkedIn16. Facebook17. Google+ (Keywords)18. Association Website Article19. Association Magazine Article20. Press Release21. Seminar
Partner With Content Pros
According to Econsultancy’s Content Marketing Survey Report, nearly three quarters (73%) of digital marketers agree that “brands are becoming publishers.”
So why not partner with a publisher with years of experience in your industry to create and market that Core Content for your company?
Partner With Content Pros
Jameson Publishing’s exclusive ContentConnect program offers you these primary strengths:
1. We Know Your Audience2. We Craft Your Message3. We’re Efficient
1. We Know Your Audience
Because they’re also our audience. Our team of seasoned professionals talks regularly with our subscribers – IT buyers – to understand what industry topics they want to learn
And because we are a respected, independent third party, your audience shares insights with us they might not be willing to share with you.
2. We Craft Your Message
The Jameson team has knowledge of what messaging is effective and what is not well-received.
Every day, we challenge our writers and editors to create quality content for our audience.
3. We’re Efficient
Content creation places a burden on your company in the form of time spent screening writers, determining who is best qualified, training the writer on your audience, editing each draft they produce, and then determining how to best present the finished product.
By partnering with us, we relieve you of all of these tasks.
Next Steps
Now that you understand the important role custom content can play in achieving your marketing goals: Contact Jameson Publishing Web Content Specialist
Miles Szkoda at [email protected] or (814) 897-9000 ext. 345.
Our goal at Jameson Publishing is to help our customers trounce their competition through marketing, which in today’s world — and tomorrow’s — includes effective content creation and marketing.
Contact Information
Jameson PublishingKnowledge Park
5340 Fryling Road, Suite 300Erie, PA 16510
(814) 897-9000, ext. 345www.JamesonPublishing.com/busyitmarketer
Sources
http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b http://
www.business2community.com/content-marketing/is-content-marketing-just-an-seo-technique-0311479
http://www.forbes.com/sites/kenkrogue/2012/08/04/the-death-of-seo-part-2-generating-real-content/2/
http://www.btobonline.com/article/20120917/STRATEGY06/309179961/btob-study-content-marketing-adoption-surges
http://www.btobonline.com/section/researchreports12 http://en.wikipedia.org/wiki/Google_Penguin http://
econsultancy.com/us/blog/10812-just-38-of-companies-have-a-content-marketing-strategy-report
http://www.inc.com/magazine/20120701/
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